“Mogu Mogu” Advances Its Global Brand Strategy in South Korea Partners with Popular IP “JOGUMAN” to Launch Limited Edition, Reinforcing Its Strength in a Key Strategic Market
“Mogu Mogu,” the global beverage brand under SAPPE Public Company Limited (SAPPE), continues to strengthen its international growth strategy with the launch of the “Mogu Mogu JOGUMAN Edition” in South Korea. The limited-edition collection is the result of a collaboration with JOGUMAN, one of Korea’s most popular character IPs among Millennials and Gen Z consumers, reflecting the brand’s global strategy of connecting with local culture and content to build stronger consumer engagement in each market.
The launch follows Mogu Mogu’s new global campaign, “Wanna Skip? You Gotta Chew,” which has been rolled out across multiple countries worldwide. The campaign builds on the brand’s unique positioning as the pioneer of the “Snack Drink” category—a beverage that combines drinking and chewing in one enjoyable experience through its signature fruit juice with nata de coco, a distinctive feature that has become synonymous with Mogu Mogu among consumers around the world.
Today, Mogu Mogu is available in more than 100 countries and continues to expand across key international markets. South Korea is one of SAPPE’s Key Strategic Markets, recognized not only for its business potential but also for its global influence on consumer trends, lifestyle, and popular culture. As one of the world’s most competitive beverage markets, South Korea is home to leading domestic companies as well as major international brands. Mogu Mogu’s ability to establish a strong consumer base and gain continued market recognition highlights the competitiveness of a Thai brand on the global stage.
The collaboration with JOGUMAN brings together the strengths of both brands. JOGUMAN is a Korean character IP known for its simple illustrations and inspiring storytelling under the philosophy, “We are small, but we matter.” The brand has gained widespread popularity among younger generations who seek meaning and positivity in everyday life.
The Mogu Mogu JOGUMAN Edition features beloved JOGUMAN characters, including Brachio and friends, showcased on special-edition packaging. The collection is available in three popular flavors—Peach, Lychee, and Pear—and is accompanied by the launch of the Mogu Mogu JOGUMAN Snack Bag Limited Collection, offering consumers and collectors an exclusive brand experience.
Ms. Piyajit Ruckariyapong, Chief Executive Officer of SAPPE Public Company Limited, said, “Mogu Mogu is more than just a beverage brand—it is a brand that delivers fun and memorable experiences to consumers around the world. Through our ‘Wanna Skip? You Gotta Chew’ campaign, we aim to connect with younger generations through unique and tangible experiences, which have always been part of Mogu Mogu’s DNA. South Korea is one of SAPPE’s key strategic markets, not only because of its strong business potential but also because of its influence on global consumer trends, culture, and content. The launch of the Mogu Mogu JOGUMAN Edition is therefore more than the introduction of a limited-edition product; it represents another important step in strengthening our relationship with younger consumers through the universal language of fun, creativity, and contemporary culture.”
SAPPE will continue investing in brand building, marketing, and consumer experience across international markets to further strengthen Mogu Mogu’s position as a truly global brand, while driving sustainable long-term growth worldwide.
